Ying Xiong Entertainment Teams With Hong Kong Food Giant to Jointly Develop Southeast Asia Gaming Market
Duan Qianqian
DATE:  Mar 28 2018
/ SOURCE:  Yicai
Ying Xiong Entertainment Teams With Hong Kong Food Giant to Jointly Develop Southeast Asia Gaming Market Ying Xiong Entertainment Teams With Hong Kong Food Giant to Jointly Develop Southeast Asia Gaming Market

(Yicai Global) March 28 -- Chinese mobile gaming company Tianjin Yingxiong Entertainment Technology Co. (YXE) will team with Hong Kong-based food giant Four Seas Mercantile Holdings Ltd. (FSM) and leverage the latter's business outlets in Southeast Asia to expand its overseas presence. The two companies struck a cooperative agreement on March 26, per which they will work together to promote products, improve brand interaction and combine game intellectual property with products.

FSM will build mobile gaming-themed pavilions for YXE's Crisis Action series games, per the agreement. The duo will also jointly dispense special-edition drinks in June to help promote the release of Crisis Action 3 in mainland China. Southeast Asia's gaming market is today where mainland China's was a decade ago and developing rapidly with huge market potential, Ying Shuling, YXE's chief executive, told Yicai Global, adding that his company will perform better by setting its footprint in Southeast Asia now.

For online and brick-and-mortar stores to work together is a general trend in the retail sector, Ying told Yicai Global. Offline brands gain exposure by showcasing products online, while gamers can see and touch online products physically at B&M stores. Companies can better the user experience by combining online and offline resources. YXE draws about half its income from overseas and the rest from mainland China. The firm has 400 million registered users and 10 million daily active users, an YXE insider told Yicai Global, adding that domestic and overseas users are almost equal in terms of both their revenue and user numbers.

One of the largest food companies in Hong Kong, FSM mainly supplies uncooked food, makes and sells food, retails, operates chain restaurants and invests in holding businesses, public information shows. It operates in Southeast Asia, Japan, South Korea, Canada, the US, UK, France and other European countries. Its mobile and computer gaming revenues tallied USD2.2 billion in Southeast Asia by the end of last year and may grow to USD4.4 billion by 2021, a report from Chinese and Southeast Asian game market surveyor Niko Partners projected.

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Keywords:   Business Partnership,Food Supplier,Restaurant,Southeast Asia,E-Sports,Hero Entertainment